Expanding into a new market typically comes with a steep price tag. Massive ad spends, long-term agency contracts and skyrocketing pay-per-click costs can exhaust a budget even before you know if your message will even resonate. Earned publicity is a smarter, lower risk way to test the waters.
Test multiple pitches effortlessly and let editors vet your demand
With earned publicity, you can float messages about product features and brand narratives directly to real audiences. You’ll get the authentic market feedback you need in a low-stakes environment.
Before you commit your budget to heavy paid advertising, consider these top reasons why earned media is your best market-testing tool:
- Built-in validation: Journalists and editors who serve your desired market(s) will act as your initial filter. If trade or regional media respond positively to your pitch, you’ve demonstrated interest before spending a single dollar on ads.
- Agility and flexibility: You can test multiple story angles without being locked into rigid ad spend commitments or unpredictable Pay Per Click bidding wars.
- Baseline brand authority: While testing your market and audience, all media coverage you earn is simultaneously building high-trust editorial credibility. This can be used to increase awareness and visibility online, and make any future marketing tactics (including paid ads) significantly more effective.
The proven approach to getting earned media
Getting earned media isn’t easy. Journalists and editors are gatekeepers for a reason. Their goal is to report stories that will resonate the most with their audiences. And they are often bombarded with hundreds of story pitches each month.
Media Relations Agency helps brands validate new markets efficiently with our Strategically Aimed Marketing (SAM 6®) Process, proven over nearly 40 years of media outreach.
Our publicists are experienced PR strategists. We can work closely with you to craft targeted messages that engage journalists, capture authentic market feedback and help you to establish industry authority. All at a fraction of the cost of a full-scale advertising push.
Ready to validate your new market?
Contact us at 952-697-5269 or or use this link to speak with one of our publicists. Let’s talk about your product or service and your desired market(s). We’ll listen, stress-test your story lines against real media standards, and formulate an earned media outreach strategy built for low-risk market testing.
